One of my past college instructors recently posted rather disparaging comments about Amazon.com’s delivery services in the state of Texas. He obviously did not receive customer satisfaction with a recent purchase. I was very surprised to see the post because this particular instructor has always been a mellow individual, who up to this point, I don’t think had a bad word to say about anyone. Therefore, I can only assume that he finally had enough run around trying to rectify his issue. It all boils down to something I have been writing about for the past year – the importance of the customer journey and providing the ultimate customer satisfaction (it better be a good experience!).
In the case above, although Amazon had contracted out a regional delivery service for the holiday season, they are still ultimately responsible for delivering customer satisfaction. They are responsible for all delivery services acting as an agent for Amazon. As he stated in his post, my instructor is a longtime advocate of purchasing goods via Amazon. This was his first negative experience and now he is asking the general public not to purchase certain items from Amazon. NewVoice agrees, 58% of consumers will never use a company again after a negative experience.
Social Media and Customer Satisfaction
There are two points I would like to highlight. The first is that my instructor knows the power of social media and is using it to vent his frustrations about a lack of customer satisfaction. He is also using it to warn other would-be buyers. He first requested that Amazon post a message about the delivery problems. When he did not get a response, he did what so many other unsatisfied customers are doing. He posted complaints on social media for everyone to see. I have yet to view an online reply from Amazon regarding this delivery issue. According to Forrester Research, 45% of consumers will abandon an online purchase if they can’t quickly find answers to their questions.
The second point concerns the use of seasonal employees. Now there is nothing wrong with using seasonal employees, and I applaud companies who can put more people in work. What bothers me is the minimal training of the seasonal workers. They are typically given a script with canned responses to every question. How many of us have fallen victim to the untrained customer service representative who keeps repeating the same few answers to every question we ask? According to The Harvard Business Review, 84% of customers say that their expectations had not been exceeded in their last customer service interaction. Death by customer service rep could be the epitaph on many a customer tombstone.
Too often companies protect profits at the expense of unhappy customers. The lack of proper training, empowerment, and decision making of customer-facing staff not only frustrates the customer, and lowers customer satisfaction, it also unnecessarily stresses out the staff. I personally can’t imagine anything worse than spending 8 hours a day communicating with hostile customers and having no real power, knowledge, or tools to effectively help them. According to American Express, 35% of cardholders have lost their temper when talking to customer service. As in the instructor example above, an angry customer can easily damage a company’s image and brand with unforeseen, and negative results.
Read the instructor’s post: http://bit.ly/1N9VTtv
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